طراحی و تحلیل مدل کارآفرینی دیجیتال به منظور تقویت تجارت پیشگام

ﻫﺪف: ﮐﺎرآﻓﺮﯾﻨﯽ دﯾﺠﯿﺘﺎل ﺑﻪﻋﻨﻮان ﯾﮑﯽ از راهﺣﻞﻫﺎی ﭘﯿﺸﺮو ﺑﺮای ﻣﻘﺎﺑﻠﻪ ﺑﺎ ﭼﺎﻟﺶﻫﺎی ﻣﻮﺟﻮد در ﺑﺎزار و ﮐﺎرآﻓﺮﯾﻨﯽ اﺳﺖ. ﻫﺪف از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﻃﺮاﺣﯽ و ﺗﺤﻠﯿﻞ ﻣﺪل ﮐﺎرآﻓﺮﯾﻨﯽ دﯾﺠﯿﺘﺎل در راﺳﺘﺎی ﺗﻘﻮﯾﺖ ﺗﺠﺎرت ﭘﯿﺸﮕﺎم اﺳﺖ. روش: ﭘﮋوﻫﺶ ﺑﻪ ﻟﺤﺎظ ﻫﺪف اﮐﺘﺸﺎﻓﯽ-ﮐﺎرﺑﺮدی و ﺑﻪ ﻟﺤﺎظ روش ﭘﯿﻤﺎﯾﺸﯽ-ﺗﻮﺻﯿﻔﯽ و ﻧﻮع ﭘﮋوﻫﺶ ﮐﯿﻔﯽ اﺳﺖ. ﺟﺎﻣﻌﻪ آﻣﺎری ﭘﮋوﻫﺶ ﺷﺎﻣﻞ ﻣﺪﯾﺮان ﮐﺎرآﻓﺮﯾﻨﯽ دﯾﺠﯿﺘﺎل و اﺳﺎﺗﯿﺪ و ﺧﺒﺮه داﻧﺸﮕﺎﻫﯽ و ﺑﺮای آزﻣﻮن ﻣﺪل، ﮐﺎرآﻓﺮﯾﻨﺎن دﯾﺠﯿﺘﺎل ﻣﯽﺑﺎﺷﻨﺪ ﮐﻪ ﺑﻪﺻﻮرت ﻫﺪﻓﻤﻨﺪ و ﮔﻠﻮﻟﻪ ﺑﺮﻓﯽ اﻧﺘﺨﺎب ﺷﺪه اﻧﺪ. اﺑﺰار ﭘﮋوﻫﺶ ﻣﺼﺎﺣﺒﻪ ﻧﯿﻤﻪ ﺳﺎﺧﺘﺎر ﯾﺎﻓﺘﻪ اﺳﺖ. ﺗﺤﻠﯿﻞ ﮐﯿﻔﯽ ﺑﺎ اﺳﺘﻔﺎده از ﺗﺤﻠﯿﻞ ﺗﻢ اﻧﺠﺎم ﺷﺪه وﺑﻪ ﻣﻨﻈﻮر آزﻣﻮن ﻣﺪل از ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری ﺑﺎ اﺳﺘﻔﺎده از ﻧﺮم اﻓﺰار smart plsاﻧﺠﺎم ﺷﺪه اﺳﺖ.ﯾﺎﻓﺘﻪ ﻫﺎ: دراﯾﻦ ﭘﮋوﻫﺶ 5 ﺑﻌﺪاﺻﻠﯽ ﺷﺎﻣﻞ ﺷﻨﺎﺧﺖ ﺑﺎزار آﻧﻼﯾﻦ، ﺑﺮﻧﺪﺳﺎزی اﻟﮑﺘﺮوﻧﯿﮑﯽ، ﻣﺪﯾﺮﯾﺖ زﻣﺎن، ﻣﺪﯾﺮﯾﺖ ﻣﺎﻟﯽ و اﺳﺘﻔﺎده از ﻓﻨﺎوریﻫﺎی ﻧﻮﯾﻦ و 20 ﺷﺎﺧﺺ اﺳﺘﺨﺮاج ﺷﺪ. ﻫﻤﭽﻨﯿﻦ آزﻣﻮن ﻣﺪل ﻧﺸﺎن دﻫﻨﺪه ان اﺳﺖ ﮐﻪ ﮐﺎراﻓﺮﯾﻨﯽ دﯾﺠﯿﺘﺎل ﺑﺎ ﻣﻮﻟﻔﻪ ﻫﺎی ﺷﻨﺎﺧﺖ ﺑﺎزار آﻧﻼﯾﻦ، اﺳﺘﻔﺎده از ﻓﻨﺎوری ﻧﻮﯾﻦ، ﺑﺮﻧﺪﺳﺎزی اﻟﮑﺘﺮوﻧﯿﮑﯽ، ﻣﺪﯾﺮﯾﺖ زﻣﺎن و ﻣﺪﯾﺮﯾﺖ ﻣﺎﻟﯽ راﺑﻄﻪ ی ﻣﻌﻨﯽ دار دارد. ﺑﻪ ﻋﺒﺎرﺗﯽ ﺑﺎر ﻋﺎﻣﻠﯽ ﻣﺮﺗﺒﻪ دوم ﻣﺪل ﭘﮋوﻫﺶ از اﻋﺘﺒﺎر ﻻزم ﺑﺮﺧﻮردار اﺳﺖ.ﻧﺘﯿﺠﻪ ﮔﯿﺮی: ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﺘﺎﯾﺞ ﻣﻄﺎﻟﻌﻪ، ﮐﺎرآﻓﺮﯾﻨﯽ دﯾﺠﯿﺘﺎل ﮐﻪ ﺑﺮ ﭘﺎﯾﻪ اﺳﺘﻔﺎده از ﻓﻨﺎوری اﺳﺖ، ﻣﯽﺗﻮاﻧﺪ ﮐﺎراﯾﯽ ﺗﺠﺎرت ﭘﯿﺸﮕﺎم را ﺑﻬﺒﻮد ﺑﺨﺸﺪ. ﺑﺎ اﺗﺨﺎذ ﻓﻨﺎوریﻫﺎی ﺟﺪﯾﺪ در ﻓﺮآﯾﻨﺪﻫﺎی ﺗﻮﻟﯿﺪ و ﺧﺪﻣﺎت و ﺑﻬﺮهﺑﺮداری ﺑﻬﯿﻨﻪ از آﻧﻬﺎ، ﮐﺎرآﻓﺮﯾﻦ ﻣﯽﺗﻮاﻧﺪ ﺑﻪ ﮐﺎﻫﺶ زﻣﺎن و ﻫﺰﯾﻨﻪﻫﺎ و ﺑﻬﺒﻮد ﮐﯿﻔﯿﺖ ﻣﺤﺼﻮﻻت و ﺧﺪﻣﺎت ﺧﻮد دﺳﺖ ﯾﺎﻓﺘﻪ و ﺑﺎ ﺷﻨﺎﺳﺎﯾﯽ ﻣﺸﺘﺮﯾﺎن ﺟﺪﯾﺪ ﺑﺎزار ﺧﻮد را ﮔﺴﺘﺮش دﻫﺪ.

design and analysis of digital entrepreneurship model in order to strengthen modern business

objective: digital entrepreneurship is one of the leading solutions to deal with challenges in the market and entrepreneurship. the purpose of this research is to design and analyze the digital entrepreneurship model in order to strengthen modern business. method: the research is applied in terms of purpose and survey method. the type of research is qualitative. the statistical population of the research includes digital business managers and university professors and experts, and for the model test, digital businessmen. which have been selected purposefully and snowballed. the research tool is semi-structured interview. qualitative analysis was done using theme analysis and in order to test the model of structural equations, it was done using smart pls software. findings: in this research, 5 main dimensions and 20 indicators were extracted. the dimensions include understanding the online market, electronic branding, time management, financial management and the use of new technologies. also, the model test shows that digital entrepreneurship has a significant relationship with the components of online market knowledge, use of new technology, electronic branding, time management and financial management. in other words, the second-order factor load of the research model has the necessary validity. conclusion: in the qualitative analysis, 5 main dimensions and 20 indicators were extracted. the dimensions include understanding the online market, electronic branding, time management, financial management and the use of new technologies. the results in the second part, the model test, show that digital entrepreneurship has a significant relationship with the components of online market knowledge, use of new technology, electronic branding, time management and financial management. in other words, the second-order factor load of the research model has the necessary validity.